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Com2602 EXAM PACK2023
QUESTIONS AND ANSWERS
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Department of Communication Science: Online Oct/Nov examination 2020
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COM2602
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QUESTION 1
1.1 Discuss the strategic role of communication under the following headings:
Strategy communication
Initially, strategy communication was defined as the role of communication in facilitating the
creation and execution of the strategy of the organization. (Moss and Warnaby
1998:34).The communication role / department (and particularly corporate communication /
public relations) was historically seen only as a support function for the organization's
decision-making processes , i.e. communicating the strategy in order to understand and
embrace it by internal and external stakeholders. The contact function is not central to the
strategic decision-making processes from this viewpoint, calls have been made in recent
years for a more active role of the communications feature in the organization's strategic
decision-making processes. (Steyn and Niemann 2008:34) suggest that Communication
professionals should contribute to the formulation of company strategy, i.e. the degree of
strategy relevant to the relationship between the organization and society.The function is
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actively involved in developing and maintaining relationships with the various stakeholders
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of the company (such as staff, suppliers, clients and consumers, investors, government,
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pressure groups, media, etc.). The communication feature actively monitors the world for
related patterns and problems, and the stakeholders associated with them, in order to create
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and maintain these relationships. Therefore, the contact role is well positioned to engage at
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the enterprise strategy level in decision-making.
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Likely (2003) proposes a model for strategic management that highlights how the
communication function can contribute more directly to the development and
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implementation of strategy:
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Defining organisational identity: Communication roles like internal branding and stakeholder
relationship management and corporate credibility help to establish the personality of the
company, both internally and externally.
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Providing information for the evaluation of the internal environment: The internal
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communication feature is perfect for recognizing strengths and weaknesses in the structure,
information and communication processes, and management of the company, thereby
providing insight into the process of strategy development.
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Focusing on the big picture during intended strategy formulation: Because of the boundary
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position of communication (interaction with the world of the organization), this may point out
relationships of cause and effect, such as how a decision about one stakeholder community
may have a (unintended) impact on another.
Acting as change agent during strategy execution:Strategy implementation allows the whole
company, for example by improving efficiency or productivity, to adjust in some way.
Communication 's strategic function is to allow organizational participants to recognize the
essence and effects of these shifts.
Acting as an early-warning system of changes (discontinuity) in the external environment:
Constant change characterizes the contemporary market climate. It is important that these
changes are detected at an early stage so that the approach of the company can be
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modified accordingly. Environmental changes vary in severity and effect, so
communication's strategic position could range from problem monitoring and management
to full-blown crisis management.
Identifying and illuminating emergent strategy:From the ground up, emerging methods are
formulated and implemented. In other words, improvements in organizational strategy are
first made. Therefore, information on these changes should be communicated to the rest of
the company so that changes can also be introduced at the higher levels of strategy.
Providing information for the evaluation of actual realised strategy: In addition to assessing
particular communication initiatives and initiatives, the borderline task of communication
allows it to provide information to top management and other functional departments that
lets them evaluate the achievement of different strategic goals.
Communication strategy
An example of functional strategy, that is, the strategy formed by the communication
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mechanism itself, is communication strategy. This approach is derived from company and
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organizational strategies and offers the basis for the cooperation of the organization with its
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different stakeholders. (steyn and puth:2000). The communication approach, described
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differently, shows what must be conveyed to the various stakeholder groups of the
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company. One of the strategic functions of communication is designing a communication
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strategy, as the communication strategy leads to the effectiveness of the overall
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organizational strategy. (Angelopulo and Norle Thomson 2013:36)
Communication of strategy
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In order to ensure continuity (strategic coherence) between the various levels of strategy
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formulation (enterprise, corporate, market, functional and operational) and execution in an
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organization, communication of the strategy is important. Strategy coordination takes place
mainly from the top down during the development of the expected strategy. Corporate
strategy, for example, is derived from enterprise strategy, and functional strategy from
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organizational strategy. However, the mechanism is reversed during the formulation and
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execution of the emerging strategy; communication of the strategy now takes place from the
bottom up. Operational plan changes are made, accompanied by changes to high-level
strategies. It should also be noted that strategy communication is closely linked to the initial
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concept of strategy communication, namely the strategic orientation of the company to
internal and external stakeholders. With regard to internal stakeholders, in order for a policy
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to be effectively executed, it is important to create an environment of confidence and
understanding between managers and staff. Employees must take control of the policy of
the organization. In addition, communications to external stakeholders must be consistent
with the organization's strategic goal (mission and vision). ( Angelopulo and Norle Thomson
2013:36)
1.2 Discuss any three (3) fields of communication by highlighting their origin and
major emphasis.
Business communication
• Internal and external communication
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